Can the financial system create a more equal society?

Transcription

1 Can the financial system create a more equal society? Campaigning to raise awareness of inequalities in the current credit rating system in the UK WP3 ENGAGING CITIZENS Task 3.3 Engaging Citizens on the Social Function of Finance

2 Education Poverty premium Cashless society High cost credit Financial inequality Pensions Taxation Gender Housing The campaign

3 Housing Poverty premium High cost credit Equal access to credit The campaign

4 Access to credit why isn t it equal? The campaign

5 Access to credit why isn t it equal? The campaign

6 Access to credit why isn t it equal? The campaign

7 Access to credit why isn t it equal? #POORCOSTSMORE #MAKERENTCOUNT The campaign

8 Rent and inequality in the UK The campaign

9 Rent and inequality in the UK The campaign

10 Established our campaign partnership Co-developed the campaign plan with our main partner, The Big Issue and Lord John Bird The campaign

11 Established our campaign partnership Co-developed the campaign plan with our main partner, The Big Issue and Lord John Bird Co-created the campaign with target audience Conducted focus groups with young people to co-create content, test messaging and recruit potential campaign ambassadors. The campaign

12 Established our campaign partnership Co-developed the campaign plan with our main partner, The Big Issue and Lord John Bird Co-created the campaign with target audience Conducted focus groups with young people to co-create content, test messaging and recruit potential campaign ambassadors. Shared key messages on social media Key content published on Facebook page #MakeRentCount Shared infographics on Twitter Budget for boosting The campaign

13 The campaign

14 The campaign

15 The campaign

16 The campaign

17 The campaign

18 Established our campaign partnership Co-developed the campaign plan with our main partner, The Big Issue and Lord John Bird Co-created the campaign with target audience Conducted focus groups with young people to co-create content, test messaging and recruit potential campaign ambassadors. Shared key messages on social media Key content published on Facebook page #MakeRentCount Shared infographics on Twitter Budget for boosting Created sample tweets and media pack For key stakeholders to share with their audience Invited guest blogs From connected organisations to post on YF website and social media The campaign

19 Established our campaign partnership Co-developed the campaign plan with our main partner, The Big Issue and Lord John Bird Co-created the campaign with target audience Conducted focus groups with young people to co-create content, test messaging and recruit potential campaign ambassadors. Shared key messages on social media Key content published on Facebook page #MakeRentCount Shared infographics on Twitter Budget for boosting Created sample tweets and media pack For key stakeholders to share with their audience Invited guest blogs From connected organisations to post on YF website and social media The campaign

20 Reach: number of people seen content associated with page Facebook page total reached: 2875 (Number of people who have seen any content associated with the page) Impact Organic Reach Paid Reach Viral Reach

21 Page likes = 80 Page followers = 82 Impact

22 15 posts Top post Reaching 1609 people in total Organic Reach Paid Reach 78 engagements (liking, sharing or clicking) Impact

23 70 tweets using #PoorCostsMore and/or #MakeRentCount 14 tweets from The Young Foundation account Average post impressions: 15,000 Impact

24 Top tweet by impressions Impact

25 Impressions Top tweet by impressions 124, 794 impressions 642 engagements 19 retweets 14 likes Organic Reach Paid Reach Impact

26 Top tweet by engagement rate Impact

27 35, 410 impressions Top tweet by engagement rate 262 engagements 49 retweets 50 likes Impact

28 You have done a fantastic job turning a very broad and dry subject into something really bitesize and accessible that people would understand. (The Big Issue) Impact

29 Featured in The Big Issue magazine Impact

30 Featured in The Big Issue magazine Impact

31 Featured in The Big Issue magazine Supported by Baroness Glenys Thornton and Jenny Jones and exeducation minister Nicky Morgan Impact

32 Featured in The Big Issue magazine Supported by Baroness Glenys Thornton and Jenny Jones and exeducation minister Nicky Morgan Impact

33 Featured in The Big Issue magazine Supported by Baroness Glenys Thornton and Jenny Jones and exeducation minister Nicky Morgan Mentioned at the All Party Parliamentary Group (APPG) on Poverty Premium Impact

34 Challenges No call to action beyond awareness raising and sharing The Young Foundation is not a campaigning organisation. Lobbying Act in the UK Complex nature of political process and partner relationship Time only ran for 47 days Conclusions

35 Summary Showed how to distil a complicated topic into a concise and sharable message Initial analysis suggests citizen engagement and comprehension of a complex issue many were not before aware of before. Using online peer networks is a good way to engage citizens with sustainable finance and build trust. Citizens and the political process have started working together to support change in how financial system works for/against citizens. Conclusions

36 Any questions?